If you hang out with me or follow me even just a little bit, you know I like to keep life simple. I'm pretty sure by the time I'm 80, I'll be able to contain my entire belongings in less than four small boxes. I am just not a stuff person. I know. I know. It's odd I make my living in marketing - helping people sell stuff.
The irony is not lost on me.
And I have to admit in years past I have almost left the marketing industry because of that conflicting push and pull going on in my heart and my head. Not now. I have never been happier or prouder to be in marketing than right now. This space in time is just about as exciting as it gets. At least from where I sit.
Here's just one of the reasons why:
Last week I had the honor of helping judge the WOMMA Wommy awards. Say that fast five times.
It was so interesting to review the 30+ case studies our group was given. One particular entry stuck me with absolute awe. For one simple reason - the way they expressed ROI. (Let's face it, those of us embracing Word of Mouth Marketing are struggling with expressing ROI.) Anyway this particular (very large role model of a brand I'll call them), defined ROI as TOTAL CULTURAL CHANGE.
Bingo. Someone said it out loud.
That's right:
ROI = Total Cultural Change.
Well, I about came out of my seat when I read those words. We've seen it first hand with companies we have worked with and profiled in our lesson's learned igniting powerful sustainable word of mouth movements book, Brains on Fire. (Heard about that? Okay. Of course you have. I am repeating myself these days in an effort to share our message with the globe. Hey, when you love what you do you preach it to the world.)
Let me stay on track though. This is so important I will say it again.
A very large, very profitable company admitted that engaging and celebrating and responding to and sharing with their customers changed their entire company culture.
A while back I wrote this post about Closeness to Customers. And I think it bears repeating that the more people in an organization that have close daily contact with your customers, the more innovative - and I might add sustainable - you are as an organization. Connection to our customers, closeness to our customers reminds us daily of our purpose. And I don't know about you, but I'd rather work for and with a purpose driven company any day of the week.
Image: code poet via flicker.